Clean Beauty Demystified: Science, Sustainability, and Luxury Innovation

By Carmen M. Lerga BSc (Hon) MRSC, MSCS, MIFSCC, for Olalla Consulting

Clean beauty is no longer a niche trend, it is reshaping the global cosmetics market, from ingredient sourcing to luxury packaging.

The cosmetic industry has seen a surge in "clean beauty" claims, with brands and consumers alike embracing products labelled as "non-toxic," "natural," and "safe.".

Promising products that are safer, more transparent, and environmentally responsible. While the movement has positively influenced ingredient safety and ethical practices, it has also created a wave of misconceptions and marketing jargon. In this article, we delve into the origins of clean beauty, its impact on the industry, and how to navigate the claims with scientific rigor and ethical consideration.

With over 20 years of expertise, Olalla Consulting empowers brands to move beyond marketing jargon into scientifically substantiated clean beauty.

What Is Clean Beauty?

At its core, clean beauty refers to products that are formulated without potentially harmful ingredients. However, there is no single regulatory definition for the term, leading to confusion and varying standards across brands and organizations.

Some common interpretations include:

• Non-toxic: Avoidance of ingredients that have been linked to health concerns, such as parabens, phthalates, and sulphates.
• Eco-conscious: Sustainability woven into every detail, from ethically sourced botanicals to refillable packaging.
• Transparent: Full disclosure of ingredients and formulation practices.

Because there are no legal definitions or universal standards for clean beauty, it is up to brands, retailers, and consumers to define what it means for them.

The Rise of the Clean Beauty Movement

The clean beauty movement has grown due to increasing consumer awareness of ingredient safety and environmental impact. High-profile documentaries, social media influencers, and advocacy groups have played significant roles in promoting transparency in cosmetics.

The global clean beauty market is projected to reach USD 163 billion by 2025, reflecting nearly 18% growth in natural and organic product launches worldwide between 2020 and 2025. This surge underscores consumer demand for transparency, sustainability, and wellness‑aligned formulations.

A few key drivers of the movement include:

1. Consumer Demand for Transparency: With easy access to information, consumers are more educated than ever about ingredients in their skincare and makeup.
2. Regulatory Gaps: Unlike pharmaceuticals, cosmetics regulations in many countries are not as stringent, prompting brands to self-regulate.
3. Sustainability Concerns: Many clean beauty brands emphasize biodegradable packaging and cruelty-free practices.
4. Health & Wellness Trends: Consumers are aligning personal care choices with broader wellness and lifestyle goals.

Clean Beauty Ingredients: What to Avoid and What to Embrace

When evaluating clean beauty products, it is essential to focus on ingredient safety. Here are some controversial ingredients often excluded from clean beauty formulations:

Ingredients Often Avoided in Clean Beauty

• Parabens: Preservatives linked to hormone disruption in some studies, though they are still considered safe at regulated levels.
• Phthalates: Found in fragrances and plastics, with potential endocrine-disrupting effects.
• Sulphates (SLS/SLES): Common in cleansers but can be irritating for sensitive skin.
• Formaldehyde-releasing preservatives: Used in some nail polishes and hair treatments, with potential links to irritation and toxicity.
• Oxybenzone: A chemical sunscreen ingredient under scrutiny for its effects on marine ecosystems and possible endocrine disruption.

Ingredients Often Embraced in Clean Beauty

• Plant-based preservatives (like radish root ferment) as alternatives to synthetic preservatives.
• Naturally, derived emulsifiers like lecithin.
• Cold-pressed plant oils (argan, jojoba, rosehip) for hydration.
• Mineral-based sunscreens (zinc oxide, titanium dioxide) as alternatives to chemical sunscreens.

Clean Beauty Considerations.

With so many brands claiming to be "clean," how can consumers make educated decisions? Here are some tips:

1. Check Ingredient Lists: Look beyond marketing claims and read the actual ingredients on product labels.
2. Research Third-Party Certifications: Labels such as EWG Verified, USDA Organic, COSMOS, and Leaping Bunny indicate some level of commitment to safety and ethics.
3. Avoid Greenwashing: Some brands use misleading terms like "chemical-free" (which is impossible) to appear more natural than they really are.
4. Consider Your Own Needs: "Clean" is personal. If you have allergies, sensitivities, or ethical concerns (like vegan formulations), tailor your choices accordingly.
5. Look for Transparency: Brands that openly share sourcing, formulation, and testing information tend to be more trustworthy.

Is Clean Beauty Is 100% Regulated?

Unlike food labels such as "organic," the term "clean" in beauty is largely unregulated, leaving its interpretation open to subjective marketing strategies.

Examples:

• Differing Standards: The European Union bans over 1,300 cosmetic ingredients, while the United States bans fewer than 30. In the EU, certain chemicals banned in cosmetics (like hydroquinone) are considered safe in regulated doses elsewhere. This highlights discrepancies in "clean beauty" definitions across regions.
• Brand Practices: Some brands self-regulate by excluding controversial ingredients like parabens, while others use "clean" as a vague umbrella term without stringent ingredient checks.

EU Green Deal: What Cosmetic Brands Need to Know.

The European Green Deal represents a transformative initiative aimed at making the EU climate-neutral by 2050. With its ambitious goals, the Green Deal is set to reshape industries, including cosmetics, through stricter sustainability and transparency requirements. Whether the green deal currently in pause is uphold or cancelled, this is an extract of it:

Key Regulatory Highlights:

• Corporate Sustainability Reporting Directive (CSRD): Starting in 2025, companies will need to adhere to enhanced sustainability reporting standards, ensuring greater transparency in environmental and social impacts.
• Packaging and Waste Regulation: New rules will mandate the use of recyclable and reusable packaging materials, addressing the environmental footprint of product packaging.
• Carbon Reduction Targets: The Green Deal outlines progressive reductions in greenhouse gas emissions, with a target of at least 55% less net emissions by 2030 compared to 1990 levels.

Implications for the Cosmetic Industry:

• Sustainable Packaging: Brands will need to innovate with biodegradable and refillable packaging solutions to comply with the new regulations.
• Ingredient Transparency: Enhanced reporting requirements will push companies to disclose sourcing and formulation practices more comprehensively.
• Eco-Friendly Formulations: The emphasis on sustainability will likely drive the adoption of greener ingredients and production methods.
• As the Green Deal comes into effect, it challenges businesses to align their practices with environmental goals while fostering innovation and competitiveness. For cosmetics brands, this is an opportunity to lead the way in sustainable beauty.

The Future of Clean Beauty

The clean beauty industry is evolving, with several trends shaping its future:

• More Scientific Rigor: Expect brands to rely on more research-backed claims rather than fear-based marketing.
• Stronger Regulations: Some regions, including the EU, have stricter regulations that could influence global clean beauty standards.
• Sustainable Packaging Innovations: Refillable, biodegradable, and zero-waste packaging will continue gaining traction.
• Greater Inclusivity: Clean beauty brands are expanding their shade ranges and formulation diversity to cater to a broader audience.

Expect refillable packaging to evolve from eco‑friendly to prestige design statements.

Conclusion

Clean beauty is more than just a trend, it is a shift towards greater transparency, safety, and sustainability in the cosmetic industry. However, because there is no universal definition, consumers must educate themselves on ingredients, formulations, and misleading claims.

By understanding what clean beauty truly means and making informed choices, consumers can support brands that align with their values while ensuring they are using safe, effective products.

At Olalla Consulting, we help brands transform clean beauty principles into compliant, luxurious products that resonate globally. Connect with us to future‑proof your formulations and branding.